Question

Continuous Improvement is a philosophy that seeks to make never-ending improvements to the process of converting inputs into outputs. The Japanese manufacturer, as well as service providers, have long used this concept. Kaizen is the Japanese word for continuous improvement. Whilst there are several definitions of quality, ultimately it is about satisfying needs and expectations. TQM attempts to maximize the organization’s performance through continual improvement of its products, services, processes or people. TQM supports an organization’s drive to become globally competitive. The future of quality will have a significant impact on global competition, managing customer expectations and dealing with limited resources.

Using your a manufacturing organization demonstrate how you could achieve a competitive edge through any one of the strategies listed below

Competitive Strategies	Once an organization’s mission has been established, it can begin to identify its strategy and implement it. Strategy is an organization’s action plan to achieve its mission. Firms can achieve their mission in three conceptual ways:
	1. Differentiation
	2. Cost Leadership
	3. Quick Response

Answer 1

Porter’s generic strategy analysis is conducted to understand the marketing strategy which the company can capitalize upon, based on its nature and competing forces, to enhance its overall market coverage and its market effectiveness.

There are 4 generic competitive strategies are:

• Differentiation: This strategy is focused on making the company’s product different and enhance its attractiveness for the market
• Cost Leadership: The business adopts this business strategy to become the market leader of its segment. Profitability of the company gets facilitated by reducing the costs of the products offered b the company.
• Focus: The businesses adopting the focus strategy, usually delve into niche market segmenting. The business develops products that are attractive to a niche segment.
• Differentiation Focus: This is a combination of differentiation and focus strategy where the company approaches the market by focusing on a specific set of people and offering them with various, differentiated products.

Chosen Company: Apple Inc.

The business strategy adopted by Apple Inc. is product differentiation. The company has incorporated the principles of product differentiation, so as to come up with innovative products in short span of time. The company majorly incorporates differentiation it its design features as well as process functionality. This differentiation strategy has facilitated the volatile business nature of the company and has helped the company to maintain its competitive hold.